Fendi launches a new women’s fragrance called Fendi Furiosa, which means furious and feisty in Italian. The perfume comes out on the market in September 2014, and its launch is supposed to strengthen the position and identity of the Fendi brand when it comes to perfumery. Furiosa is announced with the slogan: The Essence of Wild Femininity.The composition was developed by perfumer Francois Demachy. Accords that are contained include Calabrian bergamot in the top, wallflower (violaciocca) at the heart and amber in the base. The bottle and packaging are created by jewelry designer Delfina Delettrez, who is in the fourth generation of family Fendi.